Find out how the IAB鈥檚 Gold Standard works, who鈥檚 certified and – ultimately how it鈥檚 contributing to a trusted, more transparent ecosystem.
What is the Gold Standard?
The is a certification for buyers and sellers of digital media that brings together existing industry initiatives – such as IAB Tech Lab specifications and TAG鈥檚 Brand Safety Certification – to improve the digital advertising experience, help compliance with GDPR and ePrivacy law, tackle ad fraud, uphold brand safety, and strengthen supply chain transparency.
As an advertiser, working with buyers and sellers who are Gold Standard certified benefits both your consumers and your business by improving the digital ad experience. By taking action and insisting your partners are Gold Standard certified, you have a simple yet effective way of ensuring you鈥檙e working with responsible players who are using the right tools to address existing issues.
Why does it matter?
In 2023, the Gold Standard became a key part of the Government-led , which is looking at how to build on industry-led regulation to further protect children online and address scam ads. It鈥檚 therefore imperative that businesses across the digital advertising supply chain are getting Gold Standard certified and that advertisers are prioritising working with certified suppliers.
As IAB UK鈥檚 Christie Dennehy-Neil, Head of Policy & Regulatory Affairs, earlier this year, any future legislation 鈥渨ill be more balanced and workable if we can show that we鈥檙e proactively taking responsibility for our own systems of effective industry-led regulation.鈥�
Who can be Gold Standard certified?
Any business buying or selling digital media can be Gold Standard certified – you can find a full list of those that are currently certified .
Advertisers also have a crucial role to play by prioritising working with Gold Standard certified companies wherever possible. This isn鈥檛 only the right thing to do from an individual business standpoint – no one wants to be losing money to ad fraud or have their ads wind up in unsafe environments – but it鈥檚 also the right thing to do for the long-term health of the ad industry. The more advertisers that work with Gold Standard certified suppliers, the healthier the ecosystem – ultimately helping to build trust with consumers who have a better online experience.
The IAB has a cohort of advertiser supporters who are leading the way and shaping a responsible future for the digital ad industry by committing to working with Gold Standard certified suppliers wherever possible. This so far includes the likes of Unilever, Tesco, Gousto, Adidas, Vodafone and many more –
How can you get involved?
If you鈥檙e an advertiser that would like to become part of the Gold Standard supporter group, please contact goldstandard@iabuk.com.
If you鈥檙e a supplier of digital advertising / media, you can start the certification process by and the IAB will be in touch.
